SEO: Search Engine Optimization Bible

FIGURE 7-1 The landing page for an FTD PPC ad looks just like every other page on the FTD site. The landing page shown in Figure ...

One more tidbit about landing pages before going through the list of elements that should be included in such pages. It’s usuall ...

Understanding and Using A/B Testing You’ve heard it so many times by now that you’re probably sick of it, but testing is your be ...

Avoiding Keyword Stuffing As you’re maximizing the value and return of the keywords that you’ve selected, you should be aware of ...

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M ass marketing techniques that were used in the twentieth century, like many other techniques from that era, are pretty much ou ...

Contextual advertising is a big step toward reaching specific groups of people, but it’s not nearly enough. With today’s technol ...

Taking Advantage of Behavioral Targeting Another element that makes behavioral targeting more attractive is the growing ability ...

 Repetitive behavior:This the same type of behavior from potential customers over and over again. This could include everything ...

The problem with behavioral targeting is that the companies that conduct professional behavioral targeting activities can’t moni ...

You may also want to use other targeting methods because some households have one computer with multiple users. This can cause t ...

potential customers, the higher it is the more likely your potential customers will be to participate in your efforts, and to le ...

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K eywords and PPC campaigns, like any type of advertising campaign, need to be monitored carefully to ensure that they are as ef ...

this, you’ve upped your daily maximum budget. It doesn’t take long for this addiction to lead to one of two possibilities: eithe ...

budget for a keyword, multiply the average value of a conversion by the average number of con- versions in a given day. To find ...

That’s for a single keyword, however. So if you’re bidding on 20 keywords, and you choose to pay the same amount for all those k ...

whatever else it is that you’re hoping to entice them to do. Having your ad or search result a little further down than number o ...

Hosted bid management applications are those provided by third-party vendors. The vendor manages the software, the resources req ...

In addition to the basic features that you should look for in bid management software, you may want to consider some additional ...